The problem of search and justification of expediency of application of the diagnostic tools of applicants' value orientations in employment is designated. The problems in the solution of which the information on the differentiation of basic requests of applicants and motives of labour activity is applied are considered. The results and interpretation of estimates of the attractiveness of the employer's HR brand in the dynamics for 2017-2018 are presented. The dynamics reflects the change of interests and requests of a person towards the work and the employer. Comparison of Russian and international data allows us to capture potential trends, the basis of the focus areas of employees, and adjust the management mechanism of stimulation to work in a preventive format. The readiness of Russian employers to create opportunistic conditions of employment according to the criterion “satisfaction of employees' value orientations” was assessed. Difficulties of use of management tools for regulation of actualization of value orientations are allocated, and errors of methodical providing are designated. The justification of corrective measures aimed at eliminating difficulties is given.
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